Sometimes a marketing campaign makes a direct hit

So Marvel is putting out a Pet Avengers book, which I thought was a cute idea for a kid book but hadn't planned on picking it up until the trade came out, maybe. And I guess that still stands.

But their current publicity thing for it? Where people can dress their pets up as Marvel characters and send in a photo?

This is, seriously, a campaign aimed directly at the ten-year-old audience.

I know this because I have a ten-year-old. And every single picture got an "Awwww, cute!" out of her.